CAJ | 학술논문

本研究目的在于检验准社会交往对私家车主广播接触暴露水平、对广播主持人微博关注度及对广播广告耐受度的影响。研究对990名受访者进行问卷调查。阶层回归分析以及单因素方差分析用于对研究数据的分析。研究结果表明：1．私家车主与广播主持人之间准社会交往水平越高，则他们广播接触暴露水平越高；2．私家车主与广播主持人间的准社会交往水平越高，他们对广播主持人微博的关注度也越高；3．私家车主与广播主持人间的准社会交往水平越高，他们对广播广告耐受度越强。
본연구목적재우검험준사회교왕대사가차주엄파접촉폭로수평、대엄파주지인미박관주도급대엄파엄고내수도적영향。연구대990명수방자진행문권조사。계층회귀분석이급단인소방차분석용우대연구수거적분석。연구결과표명：1．사가차주여엄파주지인지간준사회교왕수평월고，칙타문엄파접촉폭로수평월고；2．사가차주여엄파주지인간적준사회교왕수평월고，타문대엄파주지인미박적관주도야월고；3．사가차주여엄파주지인간적준사회교왕수평월고，타문대엄파엄고내수도월강。
This study aims to examine the impact of parasocial interaction on the private car owners＇ radio exposure, the attention paid to the radio host＇s miero-blog and the patience with the ads in radio program. 990 private car drivers have been visited and asked to complete the questionnaire. Hierarchical regression analysis and one-way ANOVA have been used to analyzes the surveyed data. The result shows that the higher the level of the parasocial interaction between the private car owners and the radio host is, the more their radio exposure is, the closer attention they pay to the host＇s micro-blog, and the longer their patience with the ads last.